Hugo Boss AG (BOSS) Fair Value & Analysis
Consumer Cyclical · DE · Market cap €2.6B · ISIN DE000A1PHFF7
What is Hugo Boss AG really worth?
A solid business, trading 51% below our fair value of €79.53.
Strengths
Risks
For context
Fair value as of: Sep 1, 2026
From 26 valuation models · updated 4 days ago
Share price +2.0% over the past month.
What runs behind every stock
69 individual criteria per stock, every one traceable See the method →
What matters now
- The price is below even our cautious bear case (€59.64). The market is more pessimistic than our downside scenario.
- Solid quality (66/100) at a price below fair value, the discount is the argument here, not the business quality.
Price vs Fair Value (5 years)
White line = price, green steps = our fair value per fiscal year, dashed = 300-day average. As of Sep 1, 2026.
How to read this chart
60‑month range €30.80 – €70.67 · fair‑value band €59.64 – €99.41 · the €38.80 price screens below the €79.53 fair value. Green steps = our fair value per fiscal year (point-in-time, no hindsight). Dashed = 300-day average. As of Sep 1, 2026.
Analysis
Hugo Boss AG (BOSS) currently trades at €38.80, while our model-based Fair Value estimate is €79.53, implying the stock looks roughly 51.2% undervalued today. The Quality Score stands at 66/100 (solid quality), in the Consumer Cyclical sector. Bull case: the DCF Models group reads highest at a median of €95.88 per share, and 20 of the 26 models we run sit above the €38.80 price. Bear case: the Asset-Based group reads lowest at €14.93, and 6 of the 26 models stay below the price. Evidence for this calculation is high.
Over the trailing twelve months, Hugo Boss AG generated revenue of €4.2B at a net margin of 5.5%. Revenue declined 9.4% year over year. It earns a return on equity of 15.7%. Net debt stands at €839M. Fundamentals as of Sep 1, 2026
Our scenario range runs from €59.64 (bear case) to €99.41 (bull case); at €38.80, the current price sits below that range. Bear and bull are the same models run on conservative and optimistic assumptions (margins, growth, valuation multiples), so a plausible valuation range, not a price target. The share trades about 12% below its 52-week high and 15% above its 52-week low, currently above its 200-day average. For context, the median of 10 Consumer Cyclical peers we cover trades at −17% fair-value upside, at 105%, BOSS screens cheaper than that median.
Fair Value models
This estimate rests on fiscal year 2025 figures, and about 8 months have passed since. In that time the company retained roughly €2.23 per share, which is 2.8 % of the fair value. The fair value deliberately does not add this in: the models value reported figures, not a projection.
Each model estimates fair value its own way; the Fair Value above is the evidence-weighted, family-balanced blend. Evidence (0–100) measures how completely this model’s inputs are available: well-fed models carry more weight in the blend. The spread across models is intentional, each one stresses a different value driver; dividend models, for instance, come out structurally low when payout is small. Every input is real reported data, nothing guessed.
All 26 models by family
Widest divergence: DCF Models (€95.88) versus Asset-Based (€14.93). Highest evidence: FCF DCF (80).
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Key figures & financial health
More key figures
Figures from reported company fundamentals · as of Sep 1, 2026. TTM = trailing twelve months.
Quality Score breakdown
Of which business quality 67 · Market factors (momentum, volatility) 55
Non-valuation factor families (profitability, growth, cashflow, financial strength, momentum …), each academically grounded. Valuation itself sits in the Fair Value and is deliberately excluded here to avoid double-counting.
All values are scores from 0 to 100 (100 = best against fixed, research-based bands), not percentages. The three market factors (momentum, 52-week proximity, low volatility) are displayed but carry zero weight in the headline number: market sentiment is not a business property.
About the company
Hugo Boss AG, together with its subsidiaries, provides apparel, shoes, and accessories for men and women worldwide. It offers licensed products, such as fragrances, eyewear, and watches. The company also provides sportswear for tennis and padel, gym and running, ski, golf, equestrian, and swimming.
Full company description
Hugo Boss AG, together with its subsidiaries, provides apparel, shoes, and accessories for men and women worldwide. It offers licensed products, such as fragrances, eyewear, and watches. The company also provides sportswear for tennis and padel, gym and running, ski, golf, equestrian, and swimming. It markets and sells its products under the BOSS and HUGO brand names through freestanding stores, shop-in-shops, factory outlets, multi-brand stores, and franchise business, as well as online retailers, distribution, and stores. The company was founded in 1924 and is based in Metzingen, Germany.
Company description, as reported by the company or data provider.
Revenue & earnings trend
FY2021 – FY2025 · reported fiscal years
Hugo Boss AG reported revenue of €4.3B in FY2025 versus €2.8B in FY2021, a compound +11.3%/yr. Reported net income was €249M in FY2025, compounding +16.1%/yr from FY2021.
of which total revenue +5.2 % · buybacks/dilution +0.0 %
Annual growth per factor. These are factors, not summands: multiplied they give the EPS growth rate, added they do not quite. Start and end points are 3-year averages (details on hover).
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Earlier news
External third-party headlines (Yahoo Finance, Reuters and others), not an editorial selection.
- Frasers Walks Deeper Into Hugo Boss’s Wardrobe
- Frasers Group tightens grip on Hugo Boss with 47.9% stake
- Hugo Boss AG (BOSSY) (Q2 2026) Earnings Call Highlights: Strategic Realignment Drives Margin ...
- Hugo Boss investors shun Mike Ashley’s takeover bid
Peer Group
Apparel Manufacturing · 214 stocks
How this stock ranks against its industry: the green marker is this stock, the band is the typical 25–75% peer range, and the tick is the median.
Valuation Multiples vs Apparel Manufacturing median · lower = cheaper
Strength profile in five axes (Snowflake)
Five quick dimensions, each 0 to 100: VALUE (fair-value potential), FUTURE (revenue growth), PAST (return on equity), HEALTH (low debt), DIVIDEND (yield). Green = this stock, grey = typical sector peer.
Insider activity: 40/100
Values & ESG
Does this company touch areas you may want to avoid? The classification is inferred from sector and industry.
Similar stocks
10 more Apparel Manufacturing stocks, each showing price versus our Fair Value estimate (as of Sep 1, 2026).
| Stock | Price | Fair Value | vs Fair Value |
|---|---|---|---|
| H & M Hennes & Mauritz AB HMB | kr 175.50 | kr 165.47 | −6% |
| Ralph Lauren Corporation RL | $396.35 | $220.38 | −44% |
| Moncler S.p.A MONC | €46.15 | €50.69 | +10% |
| Gildan Activewear Inc GIL | C$75.50 | C$45.60 | −40% |
| LPP SA LPP | 21,340 PLN | 17,754 PLN | −17% |
| Levi Strauss & Co LEVI | $21.05 | $15.20 | −28% |
| V.F. Corporation VFC | $13.67 | $10.44 | −24% |
| Bosideng International Holdings 3998 | HK$4.42 | HK$5.92 | +34% |
| Youngor Fashion Co 600177 | ¥7.91 | ¥5.59 | −29% |
| Kontoor Brands, Inc KTB | $82.01 | $85.76 | +5% |
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